B2B Marketing: 3 Components
Marketing can seem very complicated but it doesn't have to be. Marketing is three things: strategy, inbound marketing and outbound marketing. Here they are explained along with critical success factors.
Critical Success Factor: be holistic with goals – remember the 4 Ps of Marketing:
Critical Success Factor: be inclusive by grounding your strategy in reality by interviewing your internal team as well as key clients, channel partners, and vendors. An internal-only view may miss key client and channel requirements and is sometimes just plain wrong about certain things.
Critical Success Factor: you don't have a marketing plan if it's not written down and you'll want to share it with your team, revisit it quarterly and revise as appropriate.
Critical Success Factor: Your website is your #1 form of promotion 72% of B2B buyers begin on Google. Your website also serves as your 24/7 sales rep and, if it's not the first impression of your company, it's probably the second.
Critical Success Factor: effective B2B websites generate leads. Websites are effective when they adhere to best practices in six key areas:
- Marketing Strategy
- Great Design
- Content is King
- SEO Best Practices
- Optimized User Experience
- The Right Technology
Critical Success Factor: don't wait to be Googled – it's all about generating touchpoints:
- Targeting: the more specific the better (less is more) – Innovaxis examples: dental plans doing their own paper claims processing and healthcare providers in the Southeast needing patient chart abstraction
- Consistency: once a month for at least six months with a major review after three months – email, call, direct mail, repeat
- Re-Purposing: share this content on social media and always, always, always make sure any social media post always links back to something on your website
- Professionalism: whether email, direct mail or social media, you need to match your design language of your logo and website (branding)
- Follow-Up: email will not work by itself and field sales reps don't want to follow up email campaigns – have an inside rep or someone else really good on the phone follow up every email open and direct mail recipient within 24 hours of delivery